07 I 2019 Kinnitty: a Prospectus for Development I Final Report

Kinnitty A Prospectus for Development

FINAL REPORT 07 I 2019 Kinnitty: A Prospectus for Development I Final Report

2 Kinnitty: A Prospectus for Development I Final Report contents 01 About this Plan...... 6

02 Creating a Destination...... 8

03 Our Visitors...... 11

04 The Proposition...... 18

05 The Action Plan...... 22

3 Kinnitty: A Prospectus for Development I Final Report thank you We would like to thank the very many contributors, listed below, who gave generously of their time, expertise and information.

Adam Ballard, Cycling Enthusiast, Birr Daithi de Forge, Coillte Adrian Flaherty, Local Resident Daniel Kealy, Local Resident, Business Owner (Transport) Adrian Haines, Cycling Business Owner, Birr Danielle Rock, Local Resident Alan Maye, Green Aer, Electric Bikes Declan McGann, Cycle Tech Ireland Alan Sheppard, Local Resident Dolores Flaherty, Local Resident Alison Chambers, Local Resident, Kinnitty Community Development Emmet Corrigan, Local Resident Association (KCDA) Ferghal Kealey, Local Resident, Business Owner, KCDA Andrew Murray, Offaly County Council Fionn Carroll, Local Resident Ann Sheppard, Local Resident, Kinnitty Playground Forbes Kelly, Consultant Aurel Greenaer, Green Aer, Electric Bikes Frank Bergin, Local Resident Basil Mannion, Local Authority Waters Programme Frank O’ Carroll, Local Resident, Community Centre Committee Bernard O’Grady, Local Resident, Community Centre Committee Ger Coughlan, Local Resident, Business Owner Bernadette Dunne, Local Resident Grace Clenndennen, Local Resident, KCDA Betty Dempsey, Local Resident, Business Owner (Hospitality) Graham Kenny, Bike Park Ireland Blaise Byrne, Local Resident Hazel Finney, Local Resident Brendan Flaherty, Local Resident Iris Peavoy, Local Resident, Business Owner Bridie Costello, Public Participation Network, Offaly County Council Ivan Sheppard, Local Resident, Historical Group Caitriona Duggan, Offaly Local Development Company Jackie Carroll, Local Resident, Business Owner (Post Office) Carmel Flaherty, Local Resident Jim Egan, Local Resident, Kinnitty Tidy Towns Catherine Bergin, Local Resident Jimmy O’Brien, Local Resident Chanel Ryan, Local Resident John Carroll, Local Resident, (KCDA) Christine Byrne, Local Resident, Business Owner (Hospitality), KCDA John Clenndennen, Local Resident, Business Owner (Hospitality), KCDA

4 Kinnitty: A Prospectus for Development I Final Report

John Mitchell, Offaly County Council Richard McRedmond, Local Resident Jonathan O’Meara, Business Owner, Mid-Ireland Adventure Sports Richard Mitchell, Local Resident Karina Dennigan, Local Resident Rita Flaherty, Local Resident Kathleen Tooher, Local Resident, Business Owner Rita McGuinness, Local Resident Kieran Clements, Local Resident, Business Owner (Hospitality) Robert Flaherty, Local Resident, Business Owner Majella Bergin, Local Resident, Camogie Club Robert O’Donoghue, Local Resident Mark Clendennen, Local Resident, Business Owner Sarah Morgan, Midlands Region (Laois, Longford, Offaly, Westmeath) Matt Corcoran, Local Resident, Business Owner Seamus Kealey, Local Resident, Business Owner Mark Flaherty, Local Resident Seán De Cleir, Local Resident Mary Lalor, Local Resident Simon Cannon, Local Resident, Business Owner, Bloom E-Riders Mary McEvoy Donnelly, Local Resident, KCDA Siobhan Cannon, Local Resident Mary Stevenson, Local Resident, Kinnitty Tidy Towns Stefan Mathews, Team Ballyhoura Mountain Bike Club Michael de Cleir, Local Resident, Business Owner Tim Guinan, Local Resident Niall Davis, Biking.ie Tim Mathews, Local Resident, Business Owner Niall Faye, Local Resident, Business Owner Tom Lawlor, Local Resident Nigel Craughwell, Kinnitty Castle Hotel Tom Shanahan, Offaly County Council Norman Grant, Local Resident Tony Carroll, Local Resident, Kinnitty GAA Olivier Vander Elst, Green Aer, Electric Bikes Vicky Guinan, Local Resident Paddy O’Donnell, Local Resident Peter Ormond, Local Resident Phil Clenndennen, Local Resident Ray Leonard, Local Resident, retired Business Owner Richard Jack, Coillte

5 Kinnitty: A Prospectus for Development I Final Report 01 About this plan

The Ambition This plan is about realising the tourism potential of Kinnitty’s location as an important gateway to the Slieve Bloom Mountains. It is about using what is special about this area’s natural and cultural heritage – in particular its reputation for cycling 01 - to create a stronger destination that will appeal to visitors and enable the village community to develop its visitor economy. The objective is to welcome visitors, in particular walkers, cyclists and mountain bikers of all ages, to the village and from there encourage them to explore the surrounding countryside, enjoy the new bike trails and spend time in the area. The ambition is to grow day-trip and overnight stays thereby supporting the growth of tourism and cycling-related businesses. The Plan sets out the potential and identifies what needs to be done over the next five years and beyond.

Cycling sits at the heart of this plan. The long-term objective is for Kinnitty to be a cycling hub – a gateway to and northern trailhead for the network of looped mountain biking circuits that will traverse the Slieve Blooms from north to south. Proposed visitor facilities – information, parking, food and drink, accommodation etc - within the village will provide a focal point, not only for bikers, but also for walkers, hikers and casual ramblers exploring the Slieve Blooms.

About this Plan6 Kinnitty: A Prospectus for Development I Final Report

This plan is about adding value. It sets out what is required to stimulate visitor growth in ways which will benefit local business and the wider community. It is about encouraging existing visitors to the area to stay longer and spend more and it is also about attracting new visitors, with a focus on short breaks, because people staying overnight have a higher spend per head than day visitors. Most importantly, it is about creating an environment that will stimulate existing small businesses to thrive and enable new businesses to take root by creating the visitor facilities required to support tourism activity. The Process Following a competitive tender process Louise Browne Associates was commissioned by Offaly Local Development Company in November 2018 to undertake the work. The development of the plan relied hugely on the input from a wide range of contributors, listed on page 2, whose ideas, experience and expertise were sourced through a comprehensive series of one-to-one strategic conversations; two publicly advertised participative workshops and a series of focus group working sessions with the community development group – Kinnitty Community Development Association (KCDA)-; the local authority; Coillte, Offaly Local Development Company and the other partner agencies.

7 Kinnitty: A Prospectus for Development02 Creating I Final Report a Destination

The Starting Point The village of Kinnitty sits at the foot of Knocknamann on the western slopes of the Slieve Bloom Mountains. As a gateway to the Slieve Blooms it has some excellent natural and built heritage. The present Church of Ireland stands on the site of the monastery founded by St Finian in 557. In the porch, a large sandstone pillar, inscribed with a cross that contains spiralling serpent-like forms, is believed to be of much older origin 02 possibly dating back to Neolithic times. The Kinnitty Pyramid, the burial tomb of six members of the Bernard family, once the owners of nearby Kinnitty Castle, was built between 1830 and 1834 and is an exact replica of the Egyptian pyramid of Cheop. The Community Centre in the centre of the village, is housed in the Old School House and Petty Sessions Court, which were built in 1820. While the village itself may have seen more prosperous days, it has retained its distinctive character and still boasts, as indicated above, a range of architecturally impressive buildings and features of interest.

Public sector and industry partners have recognised that achieving the economic potential of tourism requires investment. Coillte – the State Agency for Commercial Forestry - in conjunction with Fáilte Ireland, the National Tourist Authority, is investing significantly in the development of a world –class, international mountain-biking project in Ireland and the Slieve Blooms project is one of just four national Creating a projects being developed to realise this ambition.1 1 ‘The International Mountain Biking Proposition for Rural Ireland’ is funded under the Rural Regeneration and Development Fund, announced in February 2019. 8 Destination Kinnitty: A Prospectus for Development I Final Report

Offaly County Council has long recognised the ‘The Slieve Blooms by important contribution that tourism makes to the Maintaining their nature, with many development of local economies. The Council Momentum small ridges and valleys provides infrastructure and environmental There is much work to be done to create a hub and a complex mix of management that is essential for a fully‐functioning economy such as the provision of roads, recreation destination in Kinnitty – a place with a coherent forest types and habitats, and amenity facilities ‐ with consequent benefits visitor proposition that uses its cycling and heritage are an ideal location for both local people and visitors. More directly, the assets to best effect and delivers great visitor for the world-class trail local authority through the role of Offaly Tourism experiences that are promoted effectively. While the system.’ Marketing, is active in many aspects of tourism, area is at an early stage in its tourism development such as the organisation and funding of events, lifecycle and it will be important to take a long-term destination marketing and the development of view of the potential, the village community, led tourism enabling public infrastructure. Within the by the community development group, shares the context of the study on the Development of a Major ambition of the plan which it has helped to create. Cycling Destination in the Midlands of Ireland - see The community is anxious to play its part in the Figure One, Offaly County Council is not only a realisation of the plan whilst being realistic about key player in the realisation of the mountain biking what can be achieved both within the timescale project, but is also concerned to ensure that, envisaged and the resources currently available. along with Offaly Local Development Company, the sustainable development of the local visitor economy through the opportunity which cycle tourism presents, brings social, economic and environmental benefits to Kinnitty.

All the partners – not only within Offaly, but right across the Slieve Blooms and including Laois County County Council and Laois Tourism - also recognise that the quality and availability of supporting amenities and services will be critical to realising the full potential of the trail investment.

9 Figure 1 - Kinnitty in the Emerging Cycling Trail Network Kinnitty: A Prospectus for Development I Final Report 03 Our Visitors

The Offer Cycle tourism is defined in the literature as

“recreational visits, either overnight or day visits away from the home, which involve leisure cycling as a fundamental 03 2 or significant part of the visit” .

Cycle tourism encompasses many forms of leisure cycling activity. This can be as part of a cycling holiday, where the holiday is entirely motivated by a desire to cycle, either from a base or on an extended tour. Alternatively, it could be holiday cycling where cycling may not be the main activity but is one of several activities engaged in as part of the holiday experience. Day excursions by bicycle can also be considered cycle tourism. An increasingly popular aspect of the leisure cycling market is mountain biking (MTB). It is an activity which involves riding off‐road, over natural or purpose‐built paths and tracks. It can be enjoyed by a wide range of user groups from young to old and from family groups to serious enthusiasts.

2 Cycle Tourism Information Pack TT21. Sustrans, 1999 Our Visitors 11 Kinnitty: A Prospectus for Development I Final Report

Key trends in the market for mountain biking

1 2. 3. 4. 5.

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Advances in technology There has been a marked The development of family- There has been significant Over the last five years there have translated into significant increase in the number of oriented mountain bike growth in the development has been growth in the number changes in the types women entering the sport. products is also growing, as of smaller scale bike parks of mountain bike specific tour of mountain bikes people are This observation is supported mountain biking parents look such as pump-tracks. operators. These companies now riding. Technology has by the increase in bike for holiday experiences that Following a similar pattern provide everything from multi- made the sport more accessible manufacturers now offering give them the ability to get to the establishment of day, all- inclusive mountain with entry level bikes becoming women specific mountain their children involved. Family- public skateboard parks as bike holidays to the world’s more affordable and user- bikes and the emergence of oriented amenities at trailheads recreational amenities in most iconic mountain bike friendly. bike clinics, camps and tours are a key requirement. the 1990s, many municipal destinations through to simple catering to women only. authorities recognise the half-day guided tours on local importance of catering to the trails.3 bike related needs of younger participants in the sport as well

as motivating beginners to start 3 Sea to Sky Mountain Biking Economic mountain biking. Impact Study 2006, MBTA

12 Kinnitty: A Prospectus for Development I Final Report

Cycling’s popularity as a recreational pursuit, coupled with a growing interest in sustainable tourism, health and the environment is making cycling an increasingly popular holiday activity which in turn can generate economic impacts from visitor spending and employment.

Looking more specifically at the mountain biking offer being developed in the Slieve Blooms, it is clear that this ‘national’ scale centre will be a high profile development aimed at attracting the largest possible market. The ambition is for it to be ‘at the peak of tourism activity for off-road cycling in Ireland.’4 As a primary driver for attracting out-of-state visitors to The Art of Cycling, Bike wash & Cafe, Melbourne Bike parking, Clare come to Ireland for mountain biking, it must be of the highest quality and be maintained to the highest standard. In appealing to both domestic and out- of-state visitors, the intention is for it to evolve over time to become a short-break destination in its own right, with Kinnitty ideally placed as the northern trailhead of this national scale centre. As the profile of the mountain biking offer starts to grow, Kinnitty will be expected to have a high level of visitor facilities, with car-parking, toilet facilities, bike wash, café, bike hire and cycling related retail facilities.

Bicycle Cafe, Berlin Bike rental, seemallorca.com

4 Off Road Cycling Strategy, Coillte, 2012

13 Kinnitty: A Prospectus for Development I Final Report

Market Segments Of key importance in considering the market segments for cycle tourism and the destination services, products and facilities required to satisfy their needs is a deeper understanding of the evolving nature of what motivates cycling activity. In endeavouring to match the cycling offer that is/ will be available in the area, it is possible to identify three distinct types of cyclist5 and their respective motivations and needs as follows;

The Road Biker:

Road biking is a sport and leisure activity that primarily motivates males. Measuring their own performance and competing against others is a central motivation. People who work in an environment where pressure to perform is business as usual are attracted to this sport. Innovation in light-weighted technologies and aerodynamics is still one of the central driving forces in the industry. Total performance monitoring via devices and wearables, sophisticated web services and online communities are all part of the standard equipment. Besides riding their daily training tracks, when on holiday, they like to ride surrounded by nature.

Road Cyclists leaving Kinnitty Village heading for the Slieve Blooms 5 ‘The Future of Cycling Tourism’, Institute for Regional Development and Location Management, EURAC, 2015

14 Kinnitty: A Prospectus for Development I Final Report

The Mountain Biker:

Mountain bikers are motivated by wanting to catch the feeling of real adventure in the great outdoors. The prospect of being exposed to risk creates an adrenalin-driven emotional context. Mountain biking is an action/risk sport and to perform, technique and endurance need to be continuously enhanced. Especially for men, the high tech and on-going innovation in bike design is a key motivator. As bikes become better and better, protector-equipment more widely available and artificially produced trails enable a certain level of risk management, mountain biking overall has become more downhill-oriented.

However, the variety of experiences that mountain biking can offer in terms of mountains, landscapes, action, local food, events and culture will ensure that A family of Mountain Bikers arriving back from the trail at Kinnitty Castle the travel experience is always going to be part of the mountain bike culture. This is evidenced by the number of ‘hot spots’ around the world that have become a mecca for mountain biking. In addition to this, ‘lifestyle’ is a key consideration. Several companies have enlarged their product range to create a life-style that goes far beyond the pure, cycling activity, the objective being to create a lifestyle – in terms of food, drinks, apparel, equipment - that works as a symbolic code to show others what it means to be a mountain biker.

Mountain Biker exiting the MTB trail Mountain Biker on the MTB trail

15 Kinnitty: A Prospectus for Development I Final Report

The Trail Trekker:

Doing some physical activities during holidays and weekends to maintain a good level of fitness and health is what motivates this category of cyclist. The ‘learning experience‘, the opportunity to ‘slow down’ and the sensation of ‘personal freedom’ on holidays are all important aspects of the experience. The bicycle, a slow motion vehicle, is regarded as being a good way to explore a rural holiday destination or new region. The development of infrastructure, dedicated literature, maps and online services and bicycle navigation devices, have all worked to lower the entry-barriers to this type of cycling experience and make it possible, not only for individuals, but for the entire family to explore what’s on offer and enjoy a healthful holiday together. The trekking bikers’ satisfaction is inspired also by ethical issues whereby travelling around a destination by

bike serves to reduce the impact of emissions. Glenveagh, Donegal (irelandbybike.com) Donegal Cycle-Tourism, irelandbybike.com Competitor destinations are witnessing a growth in the demand for rail and bike services and also long- distances coaches have caught the opportunity to offer bike transport free of charge. For many of the products labeled ‘eco-tourism’, cycling is an integral part of the product-bundle.

Lightweight and Waterproof front and rear pannier bags for long-distance and self-sufficient travel (www.cycletrekkers.com)

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Food for Thought

In light of these three distinctive market prospects the direction of travel over time for Kinnitty as a hub destination and gateway to the Slieve Blooms may be summarised as follows;

█ █ Be bike-friendly and use this disposition to give █ █ Build up a cycling and walking path network █ █ E-powered mountain bikes are a good idea the destination a characteristic identity. that includes secondary routes and trails – not and holidays are an excellent occasion on which everyone can be a hero. to try out something new. State of the art rental █ █ Specially designed visitor parking, signage, will be key to this. bike rental, maps, places to eat, places to █ █ Make sure to offer attractive routes with great stay and features to explore provide plenty of views. █ █ Find synergies with the biking industry to have possibilities to provide cyclists with a ‘warm access to direct communication and sales █ █ Develop camps/special offers for women welcome.’ channels, some of which actually sell travel in co-operation with industry or other special packages. General destination management █ █ interest partners. Develop one-stop-shop accommodation offers organisation (DMO) communication tools may that focus on nutrition and perhaps, special █ █ Try to position at least one trail as a ‘must-do’ not reach cyclists effectively. therapies pre-event/post activity. for every ambitious biker. █ █ Educate the market. The MTB target group █ █ Events, either for races or car-free fun days █ █ Clear regulation regarding the use of trails can be limited so the plan should also focus are a great way to motivate bikers to visit the has to be established coupled with clear on motivating people to start mountain biking destination. communication in order to sensitise visitors to through beginners’ courses, the inclusion of know what to expect/how to behave. pump tracks etc.

17 Kinnitty: A Prospectus for Development I Final Report 04 The Proposition

‘For new formal trail systems developed on Coillte lands, the trail centre model will be used. This allows for visitor facilities to be concentrated at one location (trailhead) to create the opportunity for revenue generating opportunities at the trailhead. All waymarked trails will lead out from and return to the trailhead usually in a 04 stacked-loop layout. By adopting this model, it should be possible to create income streams that can assist with the ongoing management and maintenance of trails.’6

The Slieve Bloom Mountains rise in stark contrast to the rest of County Offaly and afford the visitor a range of spectacular views, forests and riverside walks, picnicking, historic and archaeological sites. While there is already a range of long distance and looped walks available, the mountain-biking project will open up the mountains to cyclists.

The proposition is for Kinnitty to be a destination hub for cycling and walking and, in developing as the northern trailhead for the mountain biking offer, establish itself as a key gateway to the Slieve Blooms - see Figure 2.

The Proposition 6 Off Road Cycling Strategy, Coillte, 2012 18 Kinnitty: A Prospectus for Development I Final Report TRAILHEAD ARRIVAL AND FLOW

ARRIVAL “front of house” and core facilities TRAILHEAD SERVICES • signage • visitor information, maps and guides • food and drink • car and bike parking • retail • shelter • bike hire/repair • toilets • bike wash • changing rooms • pocket recreation facilities • bike storage (play opportunities, pump track) • guiding - walking, cycling • interpretive signage and way-finding • accommodation

realm - “safe and perceived to be safe”

from iendly public M7/Birr

high quality cycle fr

straight to trail? straight to trail?

Figure 2 - Trailhead Arrival and Flow

19 © Ordnance Survey Ireland Kinnitty: A Prospectus for Development I Final Report

The destination hub will make the cycling opportunities more visible to visitors thereby creating a stronger visitor destination. The hub will also be attractive to non-cycling visitors, creating a concentration of visitor facilities and places to stay in one location - see Figure 3. The hub will be an important focus for investment because it will;

█ █ Provide a central point of orientation within █ █ Encourage the development of additional cycle- Kinnitty – a place of welcome - enabling friendly visitor accommodation, other cycling the village to provide information for visitors and walking related facilities and services. about the cycling offer, as well as the other █ █ experiences available to enjoy. Showcase the landscape and the heritage of Kinnitty and the Slieve Blooms █ █ Deliver a critical mass of product in one █ █ compact location, including places to stay Encourage business investment and create the overnight; comprehensive cycling facilities that conditions to bring forward new business start- will encourage visitors to cycle, mountain bike ups thereby allowing businesses to test out and trail trek; things to see and do; a café, shop new ideas at low risk. and visitor information – all within a short walk █ █ Facilitate the delivery of a shared agenda – of each other. the prospectus for development - for all the █ █ Deliver a concentration of complementary partners in this initiative thereby enabling them business activity that will increase footfall and to work coherently, consistently and confidently strengthen the commercial sustainability of with the local community in realising benefit for existing small businesses and the viability of all. new enterprises.

█ █ Capitalise on the investment that has been made and is planned for the area’s cycling infrastructure.

20 Kinnitty: A Prospectus for Development I Final Report PROSPECTUS FOR DEVELOPMENT

OPPORTUNITY SITE POSSIBLE USES — co-locate mutually beneficial uses e.g. bike hire near parking for natural surveillance, cafe near bike parking, bike wash near accommodation etc. N

• Information, welcome and orientation • Secure bicycle storage • Cycle hire • Coffee dock • Maintenance facilities; track/floor pump, cycle maintenance stand • Retail; puncture repair kits, allen keys and spanners, rags and chain oil, local specialities, guidebooks, maps, local books • Bike wash; outdoor hose, coin operated machine, dry clean, changing • Washing/drying facilities • Cyclist friendly places to eat e” • Coffee shop • Accommodation o be saf • Activities ed t • Guided walking and cycling eiv • Cash machine c • Crèche

e and per

realm - “saf

y public

e friendl cl inside wall?

Interpretive meanders high quality cy

Existing community carpark and playground from M7/Birr Creative first impressions ons essi P impr first i Creative Opportunity site

Improved pedestrian/cyclist Integrate short safety at junction Heritage paths roads into re-designed village green Public realm improvements in the historic heart of Kinnitty - footpaths, marked out on-street parking, way- P finding/signage, seating, lighting etc. Interpretive meanders i Outdoor information point

Enhanced village green with possibly re-naturalised river

P Visitor Parking

Figure 3 - Prospectus for Development 21 © Ordnance Survey Ireland Kinnitty: A Prospectus for Development 05I Final ReportThe Action Plan 05

22 The Action Plan Kinnitty: A Prospectus for Development I Final Report objective 1 develop a cohesive proposition for kinnitty as a cycling hub gateway to the slieve blooms 23 Kinnitty: A Prospectus for Development I Final Report

1.1 Work collaboratively with relevant partners to implement an approach to the online positioning of Kinnitty in relation to the Slieve Blooms which creates an awareness of the village in the mind of the visitor and reinforces its connection with the cycling offer.

Outcome

Seamless, effective profiling of the Kinnitty Cycling Hub across a range of platforms that will dovetail with and provide substance for the local authority and the statutory agencies – in particular Coillte - in the run up to the opening of the first phase of trails.

Key Project

A project that will focus on Kinnitty’s story and its communication through images, anecdotes, features etc to substantiate the positioning, feed into promotional campaigns and begin the process of re-imaging and re-positioning Kinnitty as the gateway to the Slieve Blooms.

24 Kinnitty: A Prospectus for Development I Final Report

Priority Responsible actions // Authority

1.1.1 Ensure Kinnitty as a key gateway to the Slieve Blooms cycling offer is substantially profiled within the online critical; (OCC/OTM/LT/ presence being developed at www.slievebloom.ie, the main portal for the Slieve Bloom Mountains; visitoffaly.ie and immediate KCDA) laoistourism.ie.

1.1.2 Use and build on the ‘prospectus for development’ as a basis to develop, deliver, curate and communicate content critical; (OCC/OTM/LT/ – key messages, anecdotes, the promise of great cycling, memorable moments etc that will appeal to visitors – immediate KCDA) in particular cycle enthusiasts - pique their interest and capture their imagination. Work with relevant partners, including Offaly Tourism Marketing and Laois Tourism, to position this content on relevant platforms including www. slievebloom.ie; visitoffaly.ie and laoistourism.ie.

1.1.3 Commission a series of high quality effective imagery to align with and support the communication of the important; (OCC/KCDA/OLDC) messages. immediate

1.1.4 Commission copy editorial that will provide a compelling ‘call to action’ for prospective visitors and users of the important; (OCC/KCDA/OLDC) trails. immediate

1.1.5 Explore the use of video as a key tool for raising awareness of the destination brand. important; (OCC/COILLTE/ medium term KCDA/OLDC)

1.1.6 Bring the positioning to life through social media channels which amplify the voice of visitors, residents and important; (OCC/ KCDA) businesses as advocates for Kinnitty’s role as the gateway to the Slieve Blooms and the starting off point for a medium term range of cycling experiences on offer in the area.

1.1.7 Explore the opportunities for face to face communication of the Kinnitty proposition by all those who come in important; (OCC/FI/KCDA/ contact with visitors through the delivery of a ‘Cyclists Welcome’ Training Initiative’. medium term OLDC)

1.1.8 Work with strategic tourism partners to target with relevant content those platforms which provide direct access to critical; (OCC/FI/TIL/MI/ prospective visitors such as discoverireland.ie; irelandsancienteast.com; visitoffaly.ie; laoistourism.ie; loughboora. immediate. OTM/LT) com and midlandsireland.ie

1.1.9 Make it easy for intending visitors to source information about Kinnitty and its relationship with the Slieve Blooms – important; (OCC/FI/TIL/MI/ building on the online platforms detailed at 1.1.8 above. medium term OTM/LT)

OCC: Offaly County Council FI: Fáilte Ireland I MI: Midlands Ireland OLDC: Offaly Local Development Company OTM: Offaly Tourism Marketing KCDA: Kinnitty Community Development Association LT: Laois Tourism TIL: Tourism Ireland Limited

25 Kinnitty: A Prospectus for Development I Final Report

1.2 Create a sense of arrival at key approaches and Key Project arrival points in line with the proposition to raise Creative First Impressions - awareness of what is on offer to encourage visitors a project that will focus on all the approach routes and points of arrival to ensure that there is a to stop, stay, explore and return. great welcome, that information is available, signage works, public realm conveys a sense that this place is geared up for cyclists; the curiosity of those passing through is aroused and Outcome people feel confident about accessing the offer in general and the trails in particular. Particular attention needs to be paid Visitors know that they have arrived, feel welcome and are to the ‘route to the trails’ from the various ‘pocket car parks’ confident about where to go and how to access the cycling which have been identified within the village. experience.

26 Kinnitty: A Prospectus for Development I Final Report

Priority Responsible actions // Authority

1.2.1 Ensure that priority is afforded the ‘route to the trails’ (from the centre of the village to the GAA grounds / start of the critical; (OCC/Coillte) trail system) in terms of a safe, dedicated, marked route; the sympathetic treatment of the public realm, the calming immediate of traffic, crossing points etc so as to convey a sense that walkers and cyclists have priority.

1.2.2 Provide dedicated visitor parking cum visitor information and orientation at the locations identified. critical; (OCC) immediate

1.2.3 Provide ‘heads up’ mapping of the village and wider area in relation to the cycling offer and the mountain bike trails critical; (OCC/Coillte/OLDC) in particular at a central location in the village. Include visitor parking locations; journey times on foot / bicycle and immediate recommended routes including focal points, vantage points, places of interest along the way.

1.2.4 Provide visitors with clear, welcoming, place-specific, regularly maintained and updated visitor information. critical; (OCC/Coillte/OLDC) Reproduce the information specified in 1.2.3 in the form of a ‘tear off’ A3 visitor guide to be made available at key immediate outlets throughout the village.

1.2.5 Explore the potential to mark the approach routes with public art of a scale / other design interventions that will important; (OCC/KCDGA) create interest, showcase the heritage of the area and act to calm traffic. immediate

1.2.6 Review current wayfinding arrangements to identify gaps, adequacy and appropriateness of signage / interpretation important; (OCC/ KCDA) and develop a branded way-finding strategy to join the dots. medium term

1.2.7 Initiate a programme of enhancement of the public realm in Kinnitty to improve streetscape, revisit the lighting important; (OCC) strategy, and enhance the attractiveness of public spaces – including the environment of the river- to strengthen its medium term heritage features, sense of place and sense of arrival.

1.2.8 Raise awareness of the calendar of events in the wider area – particularly in nearby towns and villages whereby important; (OCC/LCC/KCDA) Kinnitty can prepare for, liaise with and leverage off events being organised by others and to attract the interest of medium term passing traffic/visitors.

27 Kinnitty: A Prospectus for Development I Final Report

The Kinnitty Pyramid

1.3 Create a series of interpretive meanders that lead to off- Key Project road (ideally) or safe on-road looped interpretive journeys Develop a network of off-road Looped Walks & itineraries which will tell the through and beyond the village for walkers. story of Kinnitty - its heritage & associations.

Outcome Priority Responsible actions // Authority Visitors will be encouraged out of their cars, into the village to explore on foot following, where possible, dedicated off-road routes which 1.3.1 Review the scope for developing important; (OCC/KCDA/ take in places of interest where the particular story is told through / updating a walking trail around medium term OLDC) interpretation. the village which links into a wider network of off-road loops geared towards the needs of walkers.

28 Kinnitty: A Prospectus for Development I Final Report objective 2 Grow a visitor economy - realise and live the brand

29 Kinnitty: A Prospectus for Development I Final Report

2.1 Deliver visitor information services

Outcome

Visitors are well-informed about the offer of value available in the village, in the surrounding area and, in particular, the mountain bike trails.

Key Project

Develop a coherent & cohesive visitor orientation, information & welcome point.

www.slievebloom.ie

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Priority Responsible actions // Authority

2.1.1 Identify an appropriate visitor reception/welcome point, to provide information services in relation to; critical; (OCC/KCDA/OLDC) the location of the trails offer – a user friendly, clearly laid out map in a prominent location that is accessible 24/7 immediate term which can be photographed on a smart device and called up by users when out on the trails. Weather proof hard copy of the mapping, supplemented on the reverse side with more general information about the places to go, things to see and do in Kinnitty including key events the availability and location of bike hire/maintenance/ bike wash the availability and location of food and beverage provision within the village with opening hours clearly indicated the availability of a self-service coffee dock / mobile solutions (horse box for example) to cater for out-of-hours visitors and at event time the availability and location of cycling related opportunities the availability and location of play facilities the location of public toilets the availability, contact details of guiding services

2.1.2 Deliver visitor information through a network of mobile and digital services thereby aiding the self-guided important; (OCC/MI/KCDA/ exploration of the village and wider area. medium term OLDC)

2.1.3 Ensure visitor information is readily available through face-to-face services that important; (KCDA) are already provided for residents and will also cater to the interests of visitors. medium term

2.1.4 Ensure that those providing visitor information services are equipped to meet the changing needs and interests of important; (KCDA) the area’s visitor priority markets. medium term

2.1.5 Ensure that the branding of all material is in line with the new proposition for Kinnitty. critical; (OCC/MI/OTM/ immediate term KCDA/Coillte)

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2.2 Deliver visitor support services geared towards the particular needs of different visitor markets

Outcome

The particular needs of target audiences are delivered

Key Project

Identify and promote business development opportunities in line with the Cycling Hub proposition; the repositioning of Kinnitty and the development of particular activities.

DMBiS initiative to provide secure storage for equipment, in accomodation in Scotland

32 Kinnitty: A Prospectus for Development I Final Report

Priority Responsible actions // Authority

2.2.1 Identify the scope for small enterprises to take advantage of particular market opportunities relative to the cycle tourism critical; (KCDA/OLDC) business and the mountain biking opportunity in particular, through the provision of: immediate bike hire cycling kit including helmets, lights, GPS, rucksacks bike maintenance the sale of emergency first aid kits, bike pumps etc the offer of secure baggage storage for day visitors who may be carrying all their luggage on their bike a drop off and pick up service. food and beverage outlets pump track / skills area for younger cyclists/novices to practice, under supervision, prior to tackling the trails

2.2.2 Develop a modest retail offer geared towards the visitor market including the sale of maps, route cards, guide books, and a important; (KCDA/OLDC) selection of prints depicting the history and heritage of the village and its association with the Slieve Blooms so as to support medium term visitors in their exploration of the village and their exploration of the mountains whether on foot or two wheels.

2.2.3 Develop a How to Make Cyclists Welcome Toolkit for those existing and prospective businesses catering for visitors to the desirable; (KCDA/FI/OLDC) village. medium term.

2.2.4 Explore the scope for offering guided tours – walking and cycling - around the village and within the Slieve Blooms, important; (KCDA/OLDC) incorporating ‘things to do’ enroute. medium term

2.2.5 Explore the scope to bundle activities – mountain biking plus – to extend the dwell time and promote longer stays. important; (KCDA/FI/OLDC) medium term

2.2.6 Explore the scope to package accommodation with an activity offer and/or an event. important; (KCDA/FI/OLDC) medium term

2.2.7 Audit existing vacant premises and sites to determine their suitability for accommodation provision; their status relative to important; (OCC/KCDA/ ownership; the willingness of owners to consider visitor accommodation use and the feasibility of such provision. medium term OLDC)

2.2.8 Develop a prospectus for accommodation development at candidate sites in the village and the wider area, highlighted desirable; (OCC/KCDA/ during the consultation process, and test the market appetite for interest in providing same. longer term OLDC)

2.2.9 Develop a Basic Guide to Developing a B&B and recruit potential candidates for Fáilte Ireland’s Bed & Breakfast desirable; (KCDA/FI/OLDC) Development Programme. longer term

33 Kinnitty: A Prospectus for Development I Final Report

2.3 Encourage the development of a more diverse Priority Responsible actions // Authority range of unique product offerings and authentic experiences for visitors incorporating local heritage, 2.3.1 Audit the existing provision of walking routes/ important; (OCC/KCDA/ local produce, local craft and cultural encounters heritage trails which originate in and extend medium term OLDC) beyond the village and identify the scope for enhancing their accessibility, connectivity, Outcome appeal and interpretation.

Visitors are informed about and provided with opportunities to 2.3.2 Undertake an audit of prospective guides and important; (OCC/KCDA/ explore the natural and cultural heritage of the destination. deliver appropriate training. medium term OLDC)

Key Project 2.3.3 Develop the itineraries based on the outcome important; (OCC/KCDA/ of the audit. medium term OLDC) Develop a programme of themed walks and talks on the following topics - 2.3.4 Ensure tourism ‘experiences’ - e.g. walking desirable; (OCC/FI/ people, place & built heritage tours, guided walks, cycles- which feature longer term KCDA) wildlife & biodiversity local businesses are readily available at the history & heritage stage when people are booking their travel arrangements online.

34 Kinnitty: A Prospectus for Development I Final Report

Key Project

Develop opportunities to use heritage to promote the health & well- being of local people & visitors.

Priority Responsible actions // Authority

2.3.5 Develop a programme of important; (OCC/KCDA/ activities that engage local medium term OLDC) people, including volunteering, conservation, outdoor recreation and heritage events which will help to improve health, well- being, wealth and social cohesion.

35 Kinnitty: A Prospectus for Development I Final Report

Key Project

Initiate a “Welcome to Tourism Excellence” Programme.

Priority Responsible actions // Authority

2.3.6 Engage with business and desirable; (OCC/FI/ stakeholders to unify and longer term KCDA) grow business capacity and to continue to drive up the quality of the visitor experience by providing a consistent standard of facilities, services and welcome that meets the needs of all visitors, and creates quality, consistency, professionalism, innovation and influence.

36 Kinnitty: A Prospectus for Development I Final Report

37 Kinnitty: A Prospectus for Development I Final Report

Kinnitty A Prospectus for Development